TOURISM PRODUCT DEVELOPMENT

Tourism Product Development (TPD) is one of the most important processes in tourism planning
and development. Through TPD, we are able to convert resources into something of value that
can satisfy customers and provide livelihood and income opportunities at the destination and
individual levels.

THE TOURISM PRODUCT

The tourism product is defined in several ways, a few of which are provided by Smith (1995):

● "a bundle of activities, services, and benefits that constitute the entire tourism experience.
This bundle consists of five components: destination attractions, destination facilities,
accessibility, images, and price." (Medlik and Middleton 1973).
● "a collection of physical and service features together with symbolic associations which
are expected to fulfill the wants and needs of the buyer" (1988:59);
● "a satisfying activity at a desired destination" (Jefferson and Lickorish 1988).
● "goods, environment, and services" (Lewis and Chambers 1989).

Smith himself proposed a model of the tourism product, which consists of:

1. The Physical Plant - core of any tourism product; which can be a site, natural resource,
or facility such as a waterfall, wildlife, or resort. It may be either fixed property such as a
hotel, or mobile equipment such as a cruise ship. Also refers to conditions of the physical
environment such as weather, water quality, and tourism infrastructure.
2. Service - the technical performance of specific tasks required to meet the needs of
tourists, such as hotels engaged in management, front desk operation, housekeeping,
maintenance, and food and beverage provisions.
3. Hospitality - "enhanced service" or "something extra"; the attitude or style in which the
task is performed (e.g., sensitivity to the pressures on a business traveler, encouragement
to play for pleasure travelers. Hospitality is an expression of welcome by local residents
to tourists arriving in their community.
4. Freedom of choice - acceptable range of options in order for the experience to be
satisfactory; varies with the traveler's budget, previous experience, knowledge, and
reliance on a travel agent or pre-packaged tours.
5. Involvement - participation of consumers in some degree, in the delivery of services
(physical, intellectual, and/or emotional involvement); a sense of engagement, of
focusing on the activity-whether for pleasure or business.

The word "experience" always comes to mind when "tourism product" is mentioned. Experience
represents things that we can do, see, eat, buy, have, and learn at the destination.
This experience can be interpreted as the totality of the travel experience from the timeof
preparation to the time the traveler has returned home or it can simply mean what actually
happens at the destination.

The tourism product is a combination of tangible and intangible components.

● Tangibles include the natural environment, hotels, restaurants, resorts, food, support
facilities like airports, aircraft, roads, destination, festivals, etc., while;
● Intangibles include image, hospitality, courtesy, friendliness, helpfulness, ambiance,
security, etc. (DOT 2013).

Tourism Product Development

Tourism product development is defined by the United Nations World Tourism Organization
(UNWTO) and the European Travel Commission (2011) as "a process whereby the assets of a
particular destination are moulded to meet the needs of national and international customers."
The UNWTO-ETC frames tourism product development as an element of marketing, which in
turn forms part of tourism policy along with planning, infrastructure development, legal
framework, facilitation (visa, entry), investment, incentives/taxations, human resource
development, and quality standards. Tourism product development encompasses all elements
with which the visitor to a destination comes into contact, including infrastructure, the service
personnel, places of lodging, attractions, and activities, facilities and amenities. In a more
defined sense, it "comprises only those attractions, activities, and facilities that are specifically
provided for the visitor."

PREREQUISITES TO TOURISM PRODUCT DEVELOPMENT

Successful tourism product development is premised on the following conditions (UNWTO-

ETC):

1. Accessibility - the presence of adequate transport infrastructure and independence from

foreign operators. Factors include trip frequencies, seat capacities, and transportation
connectivity in the destination.
2. Resources/existing products the range and quality of tourism resources, diversification,
geographic concentration or distribution of tourism resources, supply and quality of
human capital. The potential for success of a given tourism resource may be evaluated in
terms of quality, authenticity, uniqueness, and composition.
3. Demand the scale and trends of current market demand, forecast growth rate, ability of
destination to offer products matching the tastes and characteristics of the market, etc.
The choice on what to develop hinges on the existence of sufficient demand for that
product.
 4. Policy and government - stability, openness to tourism, priority given to tourism
development, form of government which indicates level of participation allowed in
decision making, policy on tourism investment, etc.
5. Tourism in relation to the destination's overall economy - share of tourism to Gross
Domestic Product (GDP), percentage of jobs created by tourism, destination stage in the
TALC, level and quality of entrepreneurship, innovation and education.
6. Acceptability to tourism stakeholders.

In addition, tourism destinations and establishments should adhere to nationally accepted

standards. There are established criteria for the different classes of accommodation facilities, for
example, and these must be met to obtain the desired accreditation status from the Department of
Tourism. Accreditation is defined by the DOT as "a certification issued by the Department to a
tourism enterprise that officially recognizes it as having complied with the minimum standards
for the operation of tourism facilities and services."

● For hotels, the DOT has adopted the star rating system for hotels, resorts, and apartment
hotels, where one-star is the lowest and five-star the highest. This is different from the
previous standards where there were only four classes of hotels (economy, standard, first
class, de luxe).
● Besides being more detailed, the new accreditation standards also incorporate
environmental aspects and barrier-free access for PWDs.
● The Certificate of Accreditation is valid only for two (2) years, and may be revoked or
the classification may be downgraded in case of non-compliance or misrepresentation or
when the establishment allows itself to be used for prostitution.

According to the DOT, the star bands are as follows:

● Five Star: 85-100% achievement (851 to 1,000 points). These properties reflect the
characteristics of luxury and sophistication. The facilities are world class in every manner
and the meticulous service exceeds all guest expectations.
● Four Star: 70-85% achievement (701 to 850 points). These properties are upscale in all
areas. Accommodation is refined and stylish. Service is responsive, often including an
extensive array of facilities.
● Three Star: 55-70% achievement (551 to 700 points). These properties offer a very
good level of accommodation. There are more spacious public areas, higher quality
facilities and a greater range of services.
● Two Star: 40-55% achievement (401 to 550 points). These properties appeal to the
tourists seeking more than basic accommodation. They offer expanded facilities and
higher level of comfort.
● One Star: 25-40% achievement (251 to 400 points). These properties appeal to
budget-minded travelers. There is a limited range of facilities and services.
The new system covers seven dimensions categorized into mandatory (M) and minimum (m)
requirements:

1. Arrival/departure
2. Public areas
3. Bedroom
4. Bathroom
5. Food and beverage
6. Amenities and services
7. Business practices

Criteria for Arrival and Departure

● Building - Appearance (clean fit, visibility, signage)

● Building - Design and Construction Quality (strong materials, architectural design)
● Building - Condition (wear and tear)
● Entrance / Exit & Parking (meets National Building Code, valet parking availability)
● Security (professional security personnel, CCTV)
● Reception - Service Hours (Mandatory 16 hours for one- to two-stars, 24 hours for
three-to five-stars)
● Reception - Size
● Reception - Seating Area
● Check-in Process (waiting time must not be longer than 8 minutes per guest, maximum
score for four minutes or less)
● Luggage Services (provision for left luggage)
● Porter Services
● Reception Staff - Appearance (grooming and uniform)
● Reception - Service Quality (politeness, attentiveness, and responsiveness)
● Reception Services - Check-out (should not be longer than ten minutes, four minutes is
excellent, in-room check-out availability is outstanding)
● Other Arrival / Departure Aspects (range of payment options; presentation of account in
an envelope)

Criteria for Public Areas

● Decoration - Design and Quality

● Decoration - Condition and Maintenance
● Furniture - Quality
● Furniture - Condition
● Public Washroom - Quality (fixtures, wash basin, toilet bowls, space)
● Public Washroom - Condition and Cleanliness
 ● Room Climate (maintain a temperature between 20-25 degrees year round, except in
areas where elevation is 2,000 ft. above sea level)
● Temperature Control - Quality (thermostat control)
● Temperature Control - Condition and Maintenance
● Lighting - Quality (illumination in public areas, reading lights, picture lighting)
● Lighting - Condition (light fittings)
● Lighting - Environmental Protection (use of natural lighting, use of low-energy bulbs)
● Cleanliness (absence of litter, dead insects, dusts, maintenance of toilets, etc.)

Criteria for Bedroom

● Room Size (includes bathroom; minimum of 16 sqm., 30 sqm. for five stars)
● Suites Availability (minimum 2% of all rooms for four stars; 5 percent for five stars)
● Rooms for Persons with Disabilities (PWD) (One PWD room for every 50 up to 150
rooms, and 1 for every 100 rooms thereof, for less than 50 rooms at least one PWD room)
● Space and Comfort
● Sound Proofing
● Noise Levels (outside noise not more than 70 decibels is very good; 60 decibels is
excellent; 50 decibels is outstanding)
● Bed Mattress - Quality (should not be thinner than four inches for one star); Condition
● Bedding and Linen - Quality (linen or silk material; 250 thread count is very good; 300 is
outstanding); Condition
● Pillow Quality/Condition - (having a pillow menu is outstanding)
● Lighting - Quality/Condition
● Lighting Environmental Protection (energy saving bulbs for 50% to 75% of all bulbs)
● Curtains - Quality (thick quality curtains with total blackout are excellent; with additional
motorized feature is outstanding); Condition
● Floor Coverings - Quality (contemporary tiles, wood tiles, or wool carpets)
● Floor Coverings - Condition (absence of stains, discoloration)
● Temperature Control - Quality
● Temperature Control - Condition and Maintenance (Noise levels; remote control)
● Furniture - Quality (chairs, bedside tables, type of wood used); Condition
● Accessories and Amenities Availability (key card availability; mirrors; coat hangers;
luggage rack, drawers, closets, and wardrobe; newspaper delivery; drinking water;
tea/coffee facilities; telephone with direct dial; Clock/Radio/Wake up service; in-room
compendium of tourist activities; TV; refrigerator; minibar; Internet; laundry service)
● Cleanliness

Criteria a for Bathroom

● Minimum Requirements (Baths and/or showers with functioning hot and cold water. Hot
water reaches 38 degrees in 20 seconds; toilet in working order)
 ● Shower/Bath Quality
● Shower/Bath Condition/Maintenance
● Basin Quality
● Basin Condition/Maintenance
● Toilet - Quality
● Toilet - Condition/Maintenance
● Decoration - Quality
● Decoration - Condition/Maintenance
● Towels - Quality and Cleanliness (range of towels including bathmat, face towel, bath
towel and hand towel; towels of thick cotton, excellent range and 90-100% cotton for
excellent; plush range, as new condition, 100% cotton is outstanding)
● Space and Comfort
● Overall Cleanliness
● Toiletries
● Amenities (bidet, hairdryer; magnifying mirror; weighing scales; bath robe/gown;
slippers; shoe mitt/horns)
● Environmental Protection (dual flush toilet system; flow regulators on shower/taps; bulk
dispensers or biodegradable packaging used for soaps, shampoos; towel and linen re-use
policy)

Criteria for Food and Beverage

● Availability of Restaurants (breakfast, full service restaurants, specialty restaurants)

● Options available (fast-food, choice of dishes, ala-carte menu)
● Service Quality (waiting time of more than 30 minutes is unacceptable for even one star;
professionalism, friendliness; attentiveness)
● Restaurant - Decoration and Furniture - Quality
● Restaurant - Decoration and Furniture - Condition
● Restaurant - Crockery, Cutlery, Glassware - Quality
● Restaurant - Crockery, Cutlery, Glassware - Cleanliness
● Restaurant - Space and Comfort
● Kitchen - Quality of Appliances
● Kitchen - Cleanliness

Criteria for Amenities

● Guest Services (12-hour room service is mandatory for one- to three-stars; 18-24 hours is
minimum for four- and five-stars)
● Wellness Services (fitness center, swimming pool, massage service, hilot service, sports
equipment for hire, jacuzzi, sauna)
● General Services (gift and souvenir shop; tour desk; hairdressers/salons; business center
with PC, printer, photocopier, Internet connection, etc.)
 ● First Aid facility with trained staff
● Conference/Function Venue (conference rooms/facilities for less than 20 people to more
than 250 people; electronics, etc.)

Criteria for Business Practices

● Business Processes (emergency, safety procedures, maintenance, waste management,

green purchasing standards, guest complaint handling system)
● Barrier-free Facilities for Persons with Disabilities (PWD)